LinkedIn is adding look-alike audiences as well as audience templates and Bing search data targeting to help advertisers bolster their campaign effectiveness. The company wants to attract more advertisers, offering new features in addition to a user base that has topped 600 million members.

Personalized advertising can tap into the needs and interests of diverse audiences, Adriana Waterston writes. Research from her firm, Horowitz Associates, shows that hashtag campaigns, such as Always' #LikeAGirl and Coca-Cola's #ShareACoke, appeal to multicultural consumers.

Millennials, who are expected to spend $1.4 trillion in 2020, use a variety of devices and tap into an increasingly fractured digital landscape. Marketers should aim for seamless and authentic experiences plus personalization to engage this group, Dallas Lawrence writes.

Start with the copy when approaching a design project and make sure the goals are clear, Paula Borowska writes. This copy-first approach works because it's collaborative and works out the kinks before expanding to the visual stage, she writes.

Precision Phone Repair offers repairs for smartphones and other mobile devices, along with micro-soldering repairs, in Pocatello, Idaho. The store also has a machine that allows technicians to create custom screen protectors for any type of smartphone.

The immediate future of smartphones will be defined by 5G-compatible phones and foldable devices such as the Samsung Galaxy Fold. Although Deloitte has projected 5G smartphone sales to total just 1 million units in 2019, CCS Insight's Shaun Collins expects 5G "to get very big, very quickly" thereafter.

Business-to-business marketers can prepare for the rising popularity of voice by optimizing digital and e-commerce experiences for mobile, Arno Ham writes. Adapt content for more conversational voice search and keep abreast of technology to ensure your business is future-proof, Ham writes.

Volunteering and sports activities, like golf or the gym, can provide valuable organic networking opportunities for business-to-business marketers, who can also be more strategic by researching people they might meet at these outside-of-work places, Al Davidson writes. Other unconventional networking spots include coffee shops, school events or community activities, he writes.

Marketers share ways they have breathed new life into old content that has performed well, including turning it into new formats and updating it with fresh information. Codeless' Brad Smith discusses taking an old long-form article and using its content to create a shorter piece, adding an audio version and real-life example to add value.

Tracy Avelar, managing director of vendor and sourcing management at Charles Schwab & Company, has held similar sourcing positions at Target, Williams-Sonoma, Gap, BlackRock and Visa. In this exclusive Q&A with the ANA, she discusses key changes in the industry and the big secret to boosting ROI and cost effectiveness.